So Chipotle is now the inverse Jack in the Box (ticker: JACK)? Jack in the Box owns a chain of disgusting hamburger shops and pivoted to the Qdoba brand of slop, after recognizing Chipotle’s immense success serving quality Mexican fare. Lo and behold, times have changed and Chipotle tacos are now synonymous with debilitating food poisoning.
Shares of CMG are higher by $7 or 1.5% on this news.
This is more of an indictment of how poorly the Chipotle brand is struggling to regain its footing than a pivot into a market that is seemingly attractive to restaurateurs. It’s an act of weakness and the stock should be sold.
If CMG wants to play this game right, they should bid $55 for SHAK and help fuel growth under that pristine brand, instead of trying to flip burgers themselves. They’ll likely poison people in their hamburger shops too, since they still haven’t figured out what the culprit was that has caused so many cases of food poisoning.
UPDATE: “We have two non-Chipotle growth seeds open now ? ShopHouse and Pizzeria Locale ? and have noted before that the Chipotle model could be applied to a wide variety of foods,” a spokesman from Chipotle told CNBC.
UPDATE: They have trademarked the name ‘BetterBurger.’
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